WEBVTT 1 00:00:00.000 --> 00:00:07.560 Being believable is more persuasive than being persuasive. 2 00:00:07.560 --> 00:00:13.880 If you demonstrate and speak forth your biases prior to making a claim or making some sort 3 00:00:13.880 --> 00:00:17.040 of teaching thing, more people will believe you. 4 00:00:17.040 --> 00:00:21.280 And I would encourage you that if you want to stand out in this marketplace, the thing 5 00:00:21.280 --> 00:00:28.280 that you can do above all else to stand out is to actually tell the truth. 6 00:00:28.280 --> 00:00:33.800 I have exciting news for you today, and that exciting news is that it's Monday. 7 00:00:33.800 --> 00:00:35.720 And for this view, who are brand new? 8 00:00:35.720 --> 00:00:36.720 Welcome. 9 00:00:36.720 --> 00:00:41.920 Now, before we get going, I actually wanted to set the tone with something that I shared 10 00:00:41.920 --> 00:00:47.120 on the Twitter, which is French for Twitter, actually French for the platform formerly known 11 00:00:47.120 --> 00:00:48.120 as Twitter. 12 00:00:48.120 --> 00:00:49.120 So the X, maybe just Lex. 13 00:00:49.120 --> 00:00:50.120 I don't know. 14 00:00:50.120 --> 00:00:51.120 We'll go with it. 15 00:00:51.120 --> 00:00:52.120 All right. 16 00:00:52.120 --> 00:00:53.960 And I think this was a really exceptional reading. 17 00:00:53.960 --> 00:00:58.080 I think probably applies to many of you today, all right? 18 00:00:58.080 --> 00:01:02.760 So I will begin, and then we'll get into the fun and shenanigans, all right? 19 00:01:02.760 --> 00:01:08.360 So differentiation is survival, and the universe wants you to be typical. 20 00:01:08.360 --> 00:01:11.280 This is my last annual shareholder letter as the CEO of Amazon. 21 00:01:11.280 --> 00:01:13.800 This is by Jeff Bezos, by the way. 22 00:01:13.800 --> 00:01:16.560 And I have one last thing about most imports I feel compelled to teach. 23 00:01:16.560 --> 00:01:19.640 I hope all Amazonians can take it to heart. 24 00:01:19.640 --> 00:01:23.400 Here is a passage from Richard Dawkins, extraordinary book, The Blind Watchmaker. 25 00:01:23.400 --> 00:01:27.040 It's about a basic fact of biology. 26 00:01:27.120 --> 00:01:30.200 Staving off death is a thing that you have to work at. 27 00:01:30.200 --> 00:01:32.760 Left to itself, and that is what it is when it dies. 28 00:01:32.760 --> 00:01:36.880 The body tends to revert to a state of equilibrium with its environment. 29 00:01:36.880 --> 00:01:40.480 If you measure some quantities such as the temperature, the acidity, the water content 30 00:01:40.480 --> 00:01:44.000 or the electrical potential in a living body, you will typically find that it is markedly 31 00:01:44.000 --> 00:01:47.000 different from the corresponding measure in its surroundings. 32 00:01:47.000 --> 00:01:50.240 Our bodies, for instance, are usually hotter than the surroundings, and in cold climates 33 00:01:50.240 --> 00:01:52.560 they have to work hard to maintain the differential. 34 00:01:52.560 --> 00:01:53.960 When we die, the work stops. 35 00:01:53.960 --> 00:01:57.520 The temperature differential starts to disappear, and we end up at the same temperature as 36 00:01:57.520 --> 00:01:59.000 our surroundings. 37 00:01:59.000 --> 00:02:03.720 Not all animals work so hard to avoid coming into equilibrium with the surrounding 38 00:02:03.720 --> 00:02:07.000 temperature, but all animals do some comparable work. 39 00:02:07.000 --> 00:02:11.280 For instance, in a dry country, animals and plants work to maintain the fluid content 40 00:02:11.280 --> 00:02:12.440 of their cells. 41 00:02:12.440 --> 00:02:18.120 They work against a natural tendency for water to flow from them into the dry outside world. 42 00:02:18.120 --> 00:02:20.680 If they fail, they die. 43 00:02:20.680 --> 00:02:24.280 More generally, if living things didn't work actively to prevent it, they would eventually 44 00:02:24.280 --> 00:02:28.080 merge into their surroundings and cease to exist as autonomous beings. 45 00:02:28.080 --> 00:02:29.520 That is what happens when they die. 46 00:02:29.520 --> 00:02:34.120 While the passage is not as tender as a metaphor, it's nevertheless a fantastic one, and very 47 00:02:34.120 --> 00:02:35.640 relevant to Amazon. 48 00:02:35.640 --> 00:02:39.960 I would argue that it's relevant to all companies and institutions and to each of our individual 49 00:02:39.960 --> 00:02:41.640 lives too. 50 00:02:41.640 --> 00:02:45.560 In what ways does the world pull at you in an attempt to make you normal? 51 00:02:45.560 --> 00:02:48.560 How much work does it take to maintain your distinctiveness? 52 00:02:48.560 --> 00:02:51.880 To keep alive the thing or things that make you special. 53 00:02:51.880 --> 00:02:55.960 I know a happily married couple who have a running job in their relationship. 54 00:02:55.960 --> 00:03:00.160 Not infrequently, the husband looks at the wife with faux distress and says to her, 55 00:03:00.160 --> 00:03:01.840 can't you just be normal? 56 00:03:01.840 --> 00:03:05.760 They both smile and laugh, and of course, the deep truth is that her distinctiveness is 57 00:03:05.760 --> 00:03:07.600 something that he loves about her. 58 00:03:07.600 --> 00:03:13.000 But at the same time, it's also true that things would often be easier, aka take less energy, 59 00:03:13.000 --> 00:03:15.920 if there were a little more normal. 60 00:03:15.920 --> 00:03:19.080 This phenomenon happens at all scale levels. 61 00:03:19.080 --> 00:03:20.560 Democracies are not normal. 62 00:03:20.560 --> 00:03:22.320 Tyranny is the historical norm. 63 00:03:22.320 --> 00:03:26.560 If we stop doing all of the continuous hard work that is needed to maintain our distinctiveness 64 00:03:26.560 --> 00:03:30.400 in that regard, we would quickly come into the equilibrium with tyranny. 65 00:03:30.400 --> 00:03:34.400 We all know that distinctiveness, aka originality, is valuable. 66 00:03:34.400 --> 00:03:36.840 We are all taught to, quote, be yourself. 67 00:03:36.840 --> 00:03:40.280 What I'm really asking you to do is to embrace and be realistic about how much energy it takes 68 00:03:40.280 --> 00:03:42.400 to maintain that distinctiveness. 69 00:03:42.400 --> 00:03:46.240 The world wants you to be typical, in a thousand ways it pulls at you. 70 00:03:46.240 --> 00:03:47.760 Don't let it happen. 71 00:03:47.760 --> 00:03:51.720 You have to pay a price for your distinctiveness, and it's worth it. 72 00:03:51.720 --> 00:03:55.040 The fairy tale version of Be Yourself is that all the pain stops as soon as you allow 73 00:03:55.040 --> 00:03:57.120 your distinctiveness to shine. 74 00:03:57.120 --> 00:03:59.000 That version is misleading. 75 00:03:59.000 --> 00:04:02.520 Being yourself is worth it, but don't expect it to be easier or free. 76 00:04:02.520 --> 00:04:05.200 You'll have to put energy into it continuously. 77 00:04:05.200 --> 00:04:09.000 The world will always try to make Amazon more typical, to bring us into equilibrium with 78 00:04:09.000 --> 00:04:10.000 our environment. 79 00:04:10.000 --> 00:04:13.240 We'll take continuous effort, but we can and must be better than that. 80 00:04:13.240 --> 00:04:19.600 I felt particularly moved by this passage, and I'm sure that at least some, or maybe 81 00:04:19.600 --> 00:04:22.720 all of it, may have resonated with many of you. 82 00:04:22.720 --> 00:04:27.680 I know this to be true at all levels, because as I've continued down the entrepreneurial 83 00:04:27.680 --> 00:04:33.120 path, which I believe is the single most efficient path at personal development, is that 84 00:04:33.120 --> 00:04:37.720 the market will always give you direct and unkind feedback. 85 00:04:37.800 --> 00:04:40.320 There is no political correctness with results. 86 00:04:40.320 --> 00:04:42.800 It will tell you whether your stuff is good or not. 87 00:04:42.800 --> 00:04:45.920 Customers will shout at you for not being good enough. 88 00:04:45.920 --> 00:04:49.040 You may shout at yourself when you aren't making the amount of sales that you want, or 89 00:04:49.040 --> 00:04:52.760 you're not getting the amount of advertising, or your ads aren't working, or people aren't 90 00:04:52.760 --> 00:04:56.440 saying yes on the phone, or at the end of the month after spending all your money, there's 91 00:04:56.440 --> 00:04:58.280 nothing left. 92 00:04:58.280 --> 00:05:03.080 That stark contrast of reality is what makes entrepreneurship, in my opinion, a driver of 93 00:05:03.080 --> 00:05:06.280 change, an ideally improvement. 94 00:05:06.360 --> 00:05:08.680 I see this letter is really great. 95 00:05:08.680 --> 00:05:10.480 You can find it on my ex. 96 00:05:10.480 --> 00:05:17.000 It's one of the pages of the shareholder, and you can scroll down a second, too. 97 00:05:17.000 --> 00:05:22.560 Look, well, Jeffy B-Action, that was kind of cool. 98 00:05:22.560 --> 00:05:27.520 I actually forgot, I honestly was just really moved by the thing, but I did forget that 99 00:05:27.520 --> 00:05:29.000 kind of dope, right? 100 00:05:29.000 --> 00:05:32.600 Anyways, no big deal. 101 00:05:32.600 --> 00:05:37.480 For me and my compatriots, we exchange tweets sometimes, you know, me and Jeff, we go back 102 00:05:37.480 --> 00:05:38.480 and forth. 103 00:05:38.480 --> 00:05:40.880 Jeffy is what he likes to be called behind the scenes. 104 00:05:40.880 --> 00:05:43.720 No, but anyways, very, very cool. 105 00:05:43.720 --> 00:05:46.360 I thought it was really distinctive and caught my eye, and I figured out share it with you, 106 00:05:46.360 --> 00:05:51.520 because it's definitely like the energy that I have right now, is that it takes a tremendous 107 00:05:51.520 --> 00:05:53.600 amount of effort to be you. 108 00:05:53.600 --> 00:05:57.080 And I know we're going to do a breakdown, I think, but I want to talk about something 109 00:05:57.080 --> 00:06:00.480 that's super top of mind for me right now. 110 00:06:00.480 --> 00:06:06.120 Something believable is more persuasive than being persuasive. 111 00:06:06.120 --> 00:06:07.600 Said differently. 112 00:06:07.600 --> 00:06:14.240 If you demonstrate and speak forth your biases prior to making a claim or making some sort 113 00:06:14.240 --> 00:06:19.480 of teaching thing, more people will believe you. 114 00:06:19.480 --> 00:06:29.900 And so many people in the info world rely on unsubstantiated claims and sometimes 115 00:06:29.900 --> 00:06:31.940 outright lies. 116 00:06:31.940 --> 00:06:37.220 And I would encourage you that if you want to stand out in this marketplace, the thing 117 00:06:37.220 --> 00:06:42.020 that you can do above all else to stand out is to actually tell the truth. 118 00:06:42.020 --> 00:06:48.500 And the people that tell the most true thing will stand out the most. 119 00:06:48.500 --> 00:06:53.340 And so imagine a world where you got on a phone call and someone said, if I buy your 120 00:06:53.340 --> 00:06:55.740 thing, will I learn how to paint? 121 00:06:55.740 --> 00:06:57.900 If I buy your thing, will I learn how to cope? 122 00:06:57.900 --> 00:07:02.420 If I buy your thing, will I learn how to make $5,000 a month extra? 123 00:07:02.420 --> 00:07:06.660 And then to that, you would say, I think that would be amazing. 124 00:07:06.660 --> 00:07:13.740 But to be clear, I promise you no guarantees and no outcomes because I cannot control what 125 00:07:13.740 --> 00:07:15.220 you do. 126 00:07:15.220 --> 00:07:20.220 And would it be reasonable for me to, me to promise something or guarantee something that 127 00:07:20.220 --> 00:07:23.060 I have no control of? 128 00:07:23.060 --> 00:07:27.580 With that being said, what I can help you do is state the facts and tell the truth. 129 00:07:27.580 --> 00:07:33.500 I will give you access to the materials that are the best breakdowns of how to paint, 130 00:07:33.500 --> 00:07:36.340 how to X, how to Y. 131 00:07:36.340 --> 00:07:43.180 And there are people like Sally who says that this was amazing, but her results might not 132 00:07:43.180 --> 00:07:44.180 be typical. 133 00:07:44.180 --> 00:07:49.180 There are other people who haven't been satisfied. 134 00:07:49.180 --> 00:07:55.300 Now, how different of a frame would it be on your sales call to state the facts and 135 00:07:55.300 --> 00:07:57.580 tell the truth? 136 00:07:57.580 --> 00:08:00.980 How different of a frame would it be on your webinar to start that way? 137 00:08:00.980 --> 00:08:03.300 How different of a frame would it be in the ads? 138 00:08:03.300 --> 00:08:04.980 Just say that. 139 00:08:04.980 --> 00:08:08.860 And so this has been something that's been very top of mind for me, which is like, to 140 00:08:08.860 --> 00:08:09.860 what degree? 141 00:08:09.860 --> 00:08:14.380 Because truth, obviously there's objective truth, one plus one equals two, right? 142 00:08:14.540 --> 00:08:20.580 But there's also degrees of truth, meaning I could say some people have been satisfied 143 00:08:20.580 --> 00:08:22.460 and other people haven't. 144 00:08:22.460 --> 00:08:27.260 But I could take it a step further and say 98% of people have rated this a four and a 145 00:08:27.260 --> 00:08:28.940 half or above, right? 146 00:08:28.940 --> 00:08:31.340 Like how true can I make it? 147 00:08:31.340 --> 00:08:35.180 I would say that the second statement is more true than the first or rather, how precise 148 00:08:35.180 --> 00:08:38.220 with our truth can we be? 149 00:08:38.220 --> 00:08:42.940 And I think that in a world where everyone is promising the world and guaranteeing everything, 150 00:08:42.940 --> 00:08:49.620 you will stand out by simply telling the truth. 151 00:08:49.620 --> 00:08:53.580 Because the truth is, especially everyone who's listening to this, you know, has education 152 00:08:53.580 --> 00:08:58.500 and community as the primary things that they that they monetize. 153 00:08:58.500 --> 00:09:02.780 And the truth is that you cannot control the outcome for your customers. 154 00:09:02.780 --> 00:09:08.060 You can increase the likelihood that these things occur, but you cannot promise them. 155 00:09:08.060 --> 00:09:12.580 And I think that you would do well to state that up front. 156 00:09:12.580 --> 00:09:14.660 And I think on top of that, this is what will happen. 157 00:09:14.660 --> 00:09:19.980 And this is where this is what you don't believe, but I let me borrow some of my conviction. 158 00:09:19.980 --> 00:09:23.300 Let's say that there's a spectrum of customers, which there is. 159 00:09:23.300 --> 00:09:29.780 On one hand, you have broke-ass people, brokeies, serfs, plebians, the pours, muggles, non-magic 160 00:09:29.780 --> 00:09:35.660 folk, normies, these folks, one star reviewers. 161 00:09:35.660 --> 00:09:41.140 On this side, you've got rich folk, the elite, the superior, those who's credit cards 162 00:09:41.140 --> 00:09:47.640 do not decline, Mx black holders, all right? 163 00:09:47.640 --> 00:09:50.100 This is our spectrum. 164 00:09:50.100 --> 00:09:56.380 Currently right now, the more you promise, the more you guarantee, the more you sell these 165 00:09:56.380 --> 00:10:03.660 people, the less you promise, the more upfront and transparent you are, the more you will 166 00:10:03.660 --> 00:10:05.860 sell these people. 167 00:10:05.860 --> 00:10:09.540 But here's the really fascinating thing about this. 168 00:10:09.540 --> 00:10:12.020 You will probably sell the same amount of people. 169 00:10:12.020 --> 00:10:17.140 You will just shift what slice of the demographics you convert with. 170 00:10:17.140 --> 00:10:20.700 Because I can promise you the more experienced a business owner is, the higher and more 171 00:10:20.700 --> 00:10:25.420 finely tuned their bullshit detector is. 172 00:10:25.420 --> 00:10:32.420 And nowadays consumer, like the reason that the info space has the terrible reputation 173 00:10:32.420 --> 00:10:37.540 that it has, I would say it's two factors to it. 174 00:10:37.540 --> 00:10:43.140 Fact 1 is that some people deliver terrible stuff, meaning it's just absolute nonsense, 175 00:10:43.140 --> 00:10:48.140 there's nothing valuable inside of it, it's just not good, straight up. 176 00:10:48.140 --> 00:10:50.980 That's a thing, for sure. 177 00:10:50.980 --> 00:10:55.100 The second category is people who promise a lot. 178 00:10:55.100 --> 00:11:00.220 And you basically have four outcomes there, it's a four box, high promise, low promise, 179 00:11:00.220 --> 00:11:02.820 good shit, bad shit, right? 180 00:11:02.820 --> 00:11:06.740 And so the worst scenario is high promise, bad shit. 181 00:11:06.740 --> 00:11:11.940 I would say the next worst scenario, and this is where it gets really interesting, is 182 00:11:11.940 --> 00:11:14.100 high promise, good shit. 183 00:11:14.100 --> 00:11:20.980 The next worst or second best, it's a four box, so there's only four, is low promise, 184 00:11:20.980 --> 00:11:24.140 low shit, and then, or bad shit. 185 00:11:24.140 --> 00:11:29.940 And then finally, the best combination is low promise, good shit. 186 00:11:29.940 --> 00:11:36.860 And so you might be wondering, why would I say that big promise, good shit is bad? 187 00:11:36.860 --> 00:11:42.980 The reason I say that is because the nature of education, no one has cracked the fact 188 00:11:42.980 --> 00:11:49.100 that there is differential outcomes in cohorts among education. 189 00:11:49.100 --> 00:11:51.740 You probably haven't cracked the code. 190 00:11:51.740 --> 00:11:56.020 You have not cracked the code to human motivation, you probably haven't cracked the code to everything 191 00:11:56.020 --> 00:12:00.900 they have in terms of a history of knowledge, skills and experiences that they come into 192 00:12:00.900 --> 00:12:04.700 your sales call or your funnel or your advertising with. 193 00:12:04.700 --> 00:12:09.700 And so when you set very low expectations, if you set low expectations, then you basically 194 00:12:09.700 --> 00:12:11.100 promise nothing. 195 00:12:11.100 --> 00:12:14.420 And if nothing occurs, then you have met expectations. 196 00:12:14.420 --> 00:12:21.420 And so there's really only one realistic long term solution, which is, and has become 197 00:12:21.420 --> 00:12:29.220 a marketing moniker that has quickly ignored, under promise, over deliver. 198 00:12:29.220 --> 00:12:33.380 But a lot of people say that, but they don't actually do it, they literally say under 199 00:12:33.380 --> 00:12:37.460 promise over deliver, and then in the next breath, promise like crazy. 200 00:12:37.460 --> 00:12:42.580 And so reality is that you just get head nods and high fives and likes on Facebook for 201 00:12:42.580 --> 00:12:46.580 saying under promise over deliver, but in no way do you change your behavior based on 202 00:12:46.580 --> 00:12:48.540 that statement. 203 00:12:48.540 --> 00:12:51.780 And so I believe, and I'm going to try, you will see this over the next however many 204 00:12:51.780 --> 00:12:58.220 months, I'm going to try and become the epitome of this. 205 00:12:58.220 --> 00:12:59.220 So you guys will see this. 206 00:12:59.220 --> 00:13:02.340 Some of you guys might have seen it with the last YouTube video that I put out. 207 00:13:02.340 --> 00:13:05.220 I'm putting it everywhere. 208 00:13:05.220 --> 00:13:10.100 I am going to try and become the world's most compliant advertiser. 209 00:13:10.100 --> 00:13:15.260 And the way that I believe that like my goal here, honestly, like for real for real, is 210 00:13:15.260 --> 00:13:18.700 that my life was changed by the alternative education world. 211 00:13:18.700 --> 00:13:23.020 I have learned so many of the skills I have from what many would consider under the 212 00:13:23.020 --> 00:13:28.180 pejorative term of guru, of info marketer. 213 00:13:28.180 --> 00:13:31.580 But I've learned a lot of what I've learned, some of my most valuable skills from other 214 00:13:31.580 --> 00:13:33.900 people who have been in the space. 215 00:13:33.900 --> 00:13:36.860 Now that being said, my results are not typical. 216 00:13:36.860 --> 00:13:38.660 I am not. 217 00:13:38.660 --> 00:13:43.820 And so me saying that doesn't guarantee that you will have those results either. 218 00:13:43.820 --> 00:13:49.980 And I think that if all of us collectively, everyone on school, if we were to advertise 219 00:13:49.980 --> 00:13:58.740 in a way that was more truthful than anybody else, we would collectively raise the conversion 220 00:13:58.740 --> 00:14:00.620 of this platform. 221 00:14:00.620 --> 00:14:03.780 And here's the fucked up shit. 222 00:14:03.780 --> 00:14:07.260 The first people to do it will stick out the most. 223 00:14:07.260 --> 00:14:10.900 You will get first mover advantage. 224 00:14:10.900 --> 00:14:14.500 Because the thing is, is that so many people, many of you who are listening to this right 225 00:14:14.500 --> 00:14:16.580 now are afraid. 226 00:14:16.580 --> 00:14:19.780 You're afraid of telling the truth. 227 00:14:19.780 --> 00:14:24.820 But when you think about it from a customer's perspective, you would always be more inclined 228 00:14:24.820 --> 00:14:30.100 to believe somebody who told the truth and disclaimed up front, gave damage to admissions. 229 00:14:30.100 --> 00:14:32.460 It's one of the most fundamental ways of persuasion. 230 00:14:32.460 --> 00:14:38.300 I teach this, say all the things that are bad and then say the things that are good. 231 00:14:38.300 --> 00:14:41.820 So that when you say the good things, they're more likely to be believed. 232 00:14:41.820 --> 00:14:47.500 It's to your benefit to disclaim the things that are not true or could potentially not 233 00:14:47.500 --> 00:14:48.500 be true. 234 00:14:48.500 --> 00:14:52.380 And what I mean by that is saying, the reality is not 100% of the people who join your 235 00:14:52.380 --> 00:14:56.140 community are going to lose weight, not 100% of the people who are joining your community 236 00:14:56.140 --> 00:14:57.660 are going to get a six pack. 237 00:14:57.660 --> 00:14:59.700 They're not going to learn how to paint like Van Gogh. 238 00:14:59.700 --> 00:15:01.900 They're not going to even learn how to paint like you. 239 00:15:01.900 --> 00:15:02.900 Why is that? 240 00:15:02.900 --> 00:15:06.260 Because they're backgrounds, they're effort, their experience will differ. 241 00:15:06.260 --> 00:15:08.100 Their results will vary. 242 00:15:08.100 --> 00:15:13.300 They'll say it and you will become significantly more compelling. 243 00:15:13.300 --> 00:15:21.540 The people who state their biases up front are more trusted by people despite the fact 244 00:15:21.540 --> 00:15:24.540 that they have disclaimed their biases. 245 00:15:24.540 --> 00:15:28.940 So if someone says, Hey, Alex, do you think Layla's a good CEO? 246 00:15:28.940 --> 00:15:35.740 I would say I am biased because she is my wife and so that will weigh in my decision. 247 00:15:35.740 --> 00:15:39.020 But being said, I care a lot about making money. 248 00:15:39.020 --> 00:15:43.660 If I didn't think she was the best CEO, then I would probably make moves to not have her 249 00:15:43.660 --> 00:15:44.660 a CEO. 250 00:15:44.660 --> 00:15:50.180 And so if you demean intelligent individual who's motivated by external goals and trying 251 00:15:50.180 --> 00:15:55.860 to achieve things, then you might reason that I would have maybe even a higher bar potentially 252 00:15:55.860 --> 00:15:59.420 bore my spouse because it's a reflection of me. 253 00:15:59.420 --> 00:16:03.780 But by me saying that and by beginning with my bias, it makes what I say afterwards 254 00:16:03.780 --> 00:16:05.420 more believable. 255 00:16:05.420 --> 00:16:07.060 It also happens to be true. 256 00:16:07.060 --> 00:16:11.860 And so what I want you to think about here, what I want you to think about here is there's 257 00:16:11.860 --> 00:16:16.260 a few situations where you can correct these things. 258 00:16:16.260 --> 00:16:17.260 All right. 259 00:16:17.260 --> 00:16:19.660 So the first is in the advertisements. 260 00:16:19.660 --> 00:16:22.540 Number one is how people find out about your stuff. 261 00:16:22.540 --> 00:16:23.900 That's in the outbound messages. 262 00:16:23.900 --> 00:16:24.980 That's in your YouTube videos. 263 00:16:24.980 --> 00:16:29.540 That's in your paid ads, right, or whatever your Instagram, your TikTok, whatever. 264 00:16:29.540 --> 00:16:30.700 That's place one. 265 00:16:30.700 --> 00:16:36.260 And by the way, you telling your story despite it being true is also still a claim. 266 00:16:36.260 --> 00:16:38.420 You are testimonial number one. 267 00:16:38.420 --> 00:16:42.740 And so your story is actually to be treated the same way as anyone else's, which is that 268 00:16:42.740 --> 00:16:46.940 your results are not typical because the likelihood of the amount of things that you did to get 269 00:16:46.940 --> 00:16:49.820 the result is different than what you're selling your customers, right? 270 00:16:49.820 --> 00:16:53.340 They're not going to go through what you went through to figure this out. 271 00:16:53.340 --> 00:16:55.300 So they're going to have a different experience. 272 00:16:55.300 --> 00:16:58.220 And if you disclose that, they will believe you more. 273 00:16:58.220 --> 00:17:01.900 The second place that this will occur is on the landing pages and on your school, your 274 00:17:01.900 --> 00:17:05.100 school about page is what am I putting in there? 275 00:17:05.100 --> 00:17:06.460 What images am I showing? 276 00:17:06.460 --> 00:17:09.500 And I should be clear about hey, I will show you these stories. 277 00:17:09.500 --> 00:17:14.620 Now if you guys want to have a life hack of life hacks on on the stuff, essentially in 278 00:17:14.620 --> 00:17:20.540 the United States, the Federal Trade Commission has essentially made earnings claims illegal. 279 00:17:20.540 --> 00:17:22.740 They have made them more or less illegal. 280 00:17:22.740 --> 00:17:25.660 This was news to me, which is why I'm sharing it to you. 281 00:17:25.660 --> 00:17:28.980 And so there are four things that are required for an earnings claim. 282 00:17:28.980 --> 00:17:30.340 I will share them with you. 283 00:17:30.340 --> 00:17:34.900 And so you can make them if you can do all four of these things you can, but let's just 284 00:17:34.900 --> 00:17:36.220 pretend you can. 285 00:17:36.220 --> 00:17:38.620 So number one is that you get permission from the person. 286 00:17:38.620 --> 00:17:39.620 That sounds about fact. 287 00:17:39.620 --> 00:17:41.380 You're like, okay, that feels okay. 288 00:17:41.380 --> 00:17:42.380 That feels legit. 289 00:17:42.380 --> 00:17:43.380 That feels right. 290 00:17:43.380 --> 00:17:46.260 The second is that you disclose the context under which this is occurred. 291 00:17:46.260 --> 00:17:48.260 Now this is all the stuff I'm talking about. 292 00:17:48.260 --> 00:17:49.260 What are the unique situations? 293 00:17:49.260 --> 00:17:50.260 What are the circumstances? 294 00:17:50.260 --> 00:17:51.260 How is the data collected? 295 00:17:51.260 --> 00:17:52.260 Right? 296 00:17:52.260 --> 00:17:53.260 What kind of experience did they get? 297 00:17:53.260 --> 00:17:54.260 Was it different than everyone else's? 298 00:17:54.260 --> 00:17:55.260 Okay. 299 00:17:55.260 --> 00:17:57.860 The third piece is substantiation. 300 00:17:57.860 --> 00:18:00.500 Now you might think why I have a screenshot. 301 00:18:00.500 --> 00:18:03.060 That is actually not sufficient substantiation. 302 00:18:03.060 --> 00:18:08.380 Even if they gave you a screenshot of their stripe account, not sufficient substantiation. 303 00:18:08.380 --> 00:18:11.540 You would actually have to show three things in the substantiation. 304 00:18:11.540 --> 00:18:16.300 Number one is you'd have to show their bank account or actual downloads from their stripe, 305 00:18:16.300 --> 00:18:20.420 actual PDFs from their processing or their whatever, right? 306 00:18:20.420 --> 00:18:23.740 That's thing one before your intervention. 307 00:18:23.740 --> 00:18:28.940 Second, you'd have to show the PDFs and actual downloads from the bank account or their 308 00:18:28.940 --> 00:18:31.780 processor after the intervention. 309 00:18:31.780 --> 00:18:36.140 And number three, it calls a relationship between the two gaps that shows that what you 310 00:18:36.140 --> 00:18:38.140 did is the reason that went on. 311 00:18:38.140 --> 00:18:39.140 That's number three. 312 00:18:39.140 --> 00:18:40.540 But wait, there's more. 313 00:18:40.540 --> 00:18:43.980 Number four is that is it typical? 314 00:18:43.980 --> 00:18:47.820 And if the answer is no, and if you're like, well, how would I show typicality? 315 00:18:47.820 --> 00:18:50.500 You would have to substantiate those claims for everyone. 316 00:18:50.500 --> 00:18:53.100 Which means that you would have to track that for every customer you have. 317 00:18:53.100 --> 00:18:55.860 Now one of the advantages that school has is that we are a platform. 318 00:18:55.860 --> 00:18:59.860 And so we can substantiate the claims because we own the processing. 319 00:18:59.860 --> 00:19:01.100 Very unique for us. 320 00:19:01.100 --> 00:19:06.660 But if you're trying to, so essentially what I'm trying to say here is that earnings claims 321 00:19:06.660 --> 00:19:09.380 likely the way you're making them are probably not legal. 322 00:19:09.380 --> 00:19:10.380 Okay. 323 00:19:10.380 --> 00:19:17.940 Now, there's obviously, for some of you right now are like hyperventilating, I won't 324 00:19:17.940 --> 00:19:18.940 say more about that. 325 00:19:18.940 --> 00:19:20.580 I'll just leave that there. 326 00:19:20.580 --> 00:19:26.380 Now, you might be asking, well, then how can I show proof that my stuff is good? 327 00:19:26.380 --> 00:19:28.700 Great follow question. 328 00:19:28.700 --> 00:19:35.740 How the way that you do that is that you show satisfaction. 329 00:19:35.740 --> 00:19:40.020 And so the way you do this for a persuasion perspective is that you say, you may want 330 00:19:40.020 --> 00:19:44.060 to know ROI, but I don't want to talk about that. 331 00:19:44.060 --> 00:19:47.220 What I want to really talk about is the question behind your question. 332 00:19:47.220 --> 00:19:49.260 This is an intention closed, by the way. 333 00:19:49.260 --> 00:19:53.180 I want to ask for an answer to something that you can't answer, either for legal reasons 334 00:19:53.180 --> 00:19:54.500 or for whatever reasons. 335 00:19:54.500 --> 00:19:59.020 And so rather than saying no, you say, I'm guessing the reason you're asking that question 336 00:19:59.020 --> 00:20:04.340 is because you want to know intention, because you want to know, will you be happy after 337 00:20:04.340 --> 00:20:07.380 you made this purchase? 338 00:20:07.380 --> 00:20:11.660 And if that's what you want to know, let's talk about that. 339 00:20:11.660 --> 00:20:12.660 Here's Sarah. 340 00:20:12.660 --> 00:20:18.060 Sarah is in a similar situation to you and she's very satisfied with this purchase. 341 00:20:18.060 --> 00:20:19.780 This was the best decision in my entire life. 342 00:20:19.780 --> 00:20:21.380 It totally changed how I saw painting. 343 00:20:21.380 --> 00:20:26.660 I see it as an artist now, like my painting skills have completely transformed my life. 344 00:20:26.660 --> 00:20:28.620 Banamu. 345 00:20:28.620 --> 00:20:32.940 No earnings claims, no specific outcomes entirely subjective. 346 00:20:32.940 --> 00:20:33.940 Who can argue? 347 00:20:33.940 --> 00:20:37.340 Alex is the best painting teacher on the planet. 348 00:20:37.340 --> 00:20:39.140 Who best is subjective? 349 00:20:39.140 --> 00:20:41.940 Who can argue that based on one, right? 350 00:20:41.940 --> 00:20:45.820 Amazing, exceptional, tremendous, huge, whatever. 351 00:20:45.820 --> 00:20:47.580 All of these things are subjective. 352 00:20:47.580 --> 00:20:49.260 And then what do you have to say? 353 00:20:49.260 --> 00:20:53.420 But her experience is probably not typical, because her experience was influenced by the 354 00:20:53.420 --> 00:20:55.180 past things that she came in on. 355 00:20:55.180 --> 00:20:57.460 And so your results and experience might vary. 356 00:20:57.460 --> 00:20:59.020 So I promise nothing for you. 357 00:20:59.020 --> 00:21:01.260 But there are people who've had exceptional experience too. 358 00:21:01.260 --> 00:21:05.660 And you can say as many of those as you want and with each time you say, hey, to be clear, 359 00:21:05.660 --> 00:21:07.780 Sarah's separation is a social snowflake. 360 00:21:07.780 --> 00:21:10.500 She had a different experience coming into this than you did because she lived a different 361 00:21:10.500 --> 00:21:11.500 life than you. 362 00:21:11.500 --> 00:21:12.860 And so your results are likely very. 363 00:21:12.860 --> 00:21:16.100 You can't have the same experience as Sarah, because you're not Sarah. 364 00:21:16.100 --> 00:21:18.380 And the world has changed, right? 365 00:21:18.380 --> 00:21:22.420 And so this is how you can still later improve and do it in a compliant way. 366 00:21:22.420 --> 00:21:25.740 So I said there's the advertising component, there's the about page component. 367 00:21:25.740 --> 00:21:30.140 This obviously factors into those of you who have videos on your, on your about pages, 368 00:21:30.140 --> 00:21:31.940 same thing to be true there. 369 00:21:31.940 --> 00:21:34.500 And then finally, on the actual sales calls themselves. 370 00:21:34.500 --> 00:21:39.140 And the way that you do that is you would still say the same, the same, the same pieces, 371 00:21:39.140 --> 00:21:40.140 right? 372 00:21:40.140 --> 00:21:43.900 Maybe the three places that you want to watch out for the most or maybe four, okay? 373 00:21:43.900 --> 00:21:45.380 Is that all right with you guys? 374 00:21:45.380 --> 00:21:46.380 Is that okay? 375 00:21:46.380 --> 00:21:47.380 All right. 376 00:21:47.380 --> 00:21:53.860 I want you to set up this frame because what it does is it gives you the moral high ground. 377 00:21:53.860 --> 00:21:56.660 It's a very strong frame. 378 00:21:56.660 --> 00:21:58.580 That's why I'm bringing this up, all right? 379 00:21:58.580 --> 00:22:01.780 So the first thing you have to say on a call if you want to follow the law in the United 380 00:22:01.780 --> 00:22:04.140 States is you have to say four things. 381 00:22:04.460 --> 00:22:10.420 This is my name, calling from this company in regards to topic. 382 00:22:10.420 --> 00:22:14.500 And by the way, this call is being reported, all right, you can say for quality assurance. 383 00:22:14.500 --> 00:22:17.860 And that's to protect you that I don't say some crazy shit, all right? 384 00:22:17.860 --> 00:22:20.500 That's how you train your guys to say if you want to say it a little shorter because 385 00:22:20.500 --> 00:22:23.700 if you want to get it out faster, you say, Hey, this is Alex Crawford Mac position on 386 00:22:23.700 --> 00:22:27.300 a reported line in regards to the thing that you just said you wanted. 387 00:22:27.300 --> 00:22:28.300 How you doing today? 388 00:22:28.300 --> 00:22:29.300 That's it. 389 00:22:29.300 --> 00:22:30.300 We got all four of them out. 390 00:22:30.300 --> 00:22:31.300 Not a big deal. 391 00:22:31.300 --> 00:22:32.300 You say that first. 392 00:22:32.300 --> 00:22:35.580 The first thing you say on the call in the United States, anything that happens prior to 393 00:22:35.580 --> 00:22:37.740 you saying it's reported, you were alive. 394 00:22:37.740 --> 00:22:40.860 Number two, once you said they say, Hi, you say hi. 395 00:22:40.860 --> 00:22:41.860 You say great. 396 00:22:41.860 --> 00:22:45.020 If you just jump in, they'll say sure you say, Hey, here's the agenda for the call. 397 00:22:45.020 --> 00:22:46.020 One, two, three. 398 00:22:46.020 --> 00:22:47.020 This is what we're going to do. 399 00:22:47.020 --> 00:22:48.020 Sound good. 400 00:22:48.020 --> 00:22:49.020 They're going to say yes. 401 00:22:49.020 --> 00:22:52.820 At that point, you put in disclosure, you say, Hey, before we get going, before I talk 402 00:22:52.820 --> 00:22:55.500 about your metrics before talking about your history of painting or your history of 403 00:22:55.500 --> 00:22:58.580 weight loss, I just want to make sure that we're 100% clear. 404 00:22:58.580 --> 00:23:03.580 We at insert company 123, we don't promise that you're going to lose weight. 405 00:23:03.580 --> 00:23:05.540 We don't promise you're going to get a specific outcome. 406 00:23:05.540 --> 00:23:08.580 And the reason we can't do that is because we can't control what you put in your body. 407 00:23:08.580 --> 00:23:10.180 We're not the ones who are going to be doing the work. 408 00:23:10.180 --> 00:23:11.500 You're going to be the ones doing the work. 409 00:23:11.500 --> 00:23:14.500 And all of your results are going to be completely dependent on the effort that you put 410 00:23:14.500 --> 00:23:15.500 in. 411 00:23:15.500 --> 00:23:16.500 Does that sound fair? 412 00:23:16.500 --> 00:23:17.500 That's unreasonable. 413 00:23:17.500 --> 00:23:18.500 Yes. 414 00:23:18.500 --> 00:23:19.500 They're going to agree. 415 00:23:19.500 --> 00:23:20.500 So what do we do here? 416 00:23:20.500 --> 00:23:21.500 One, that's compliant. 417 00:23:21.500 --> 00:23:23.580 Two, it sets the frame for the conversation. 418 00:23:23.580 --> 00:23:26.980 So they're not going to come out later, but like, can you, how many, how many, it's like 419 00:23:26.980 --> 00:23:27.980 Sarah? 420 00:23:27.980 --> 00:23:29.980 In the beginning, I'm not going to promise something that I can control. 421 00:23:29.980 --> 00:23:31.780 Do you think it would be reasonable for me to do that? 422 00:23:31.780 --> 00:23:34.020 Would you trust me more if I promise you something I can't control? 423 00:23:34.020 --> 00:23:35.020 Or something? 424 00:23:35.020 --> 00:23:36.020 Right? 425 00:23:36.020 --> 00:23:41.020 Now, the third thing, so that's one, intro, two, disclosure, the rate. 426 00:23:41.020 --> 00:23:43.860 Here's what you do on the third thing. 427 00:23:43.860 --> 00:23:45.860 The third thing you're looking for. 428 00:23:45.860 --> 00:23:49.420 And I want to be clear here, check with whatever attorneys you have and whatever countries 429 00:23:49.420 --> 00:23:51.740 you have to make sure that whatever you're doing is compliant. 430 00:23:51.740 --> 00:23:56.140 These are just some rules, some tips, okay? 431 00:23:56.140 --> 00:23:57.140 Number three. 432 00:23:57.700 --> 00:23:59.060 This is where you get in trouble, right? 433 00:23:59.060 --> 00:24:02.980 Is that someone or a salesperson will get down the line and they will say something 434 00:24:02.980 --> 00:24:09.100 to the degree of, okay, so you're saying if I did this thing, I could lose weight, right? 435 00:24:09.100 --> 00:24:11.820 So they're going to reframe what the salesperson said. 436 00:24:11.820 --> 00:24:14.460 They're going to restate it back to them with an implied claim. 437 00:24:14.460 --> 00:24:17.140 They're basically going to try and get you to promise it. 438 00:24:17.140 --> 00:24:18.820 And so there's a three step answer to this. 439 00:24:18.820 --> 00:24:20.260 I'll walk you through it. 440 00:24:20.260 --> 00:24:22.860 Number one, that would be amazing. 441 00:24:22.860 --> 00:24:27.020 But I just want to remind you, we promise nothing. 442 00:24:27.220 --> 00:24:30.300 I make no guarantees about your specific results because they'll vary based on the stuff, 443 00:24:30.300 --> 00:24:31.700 the work that you put it, right? 444 00:24:31.700 --> 00:24:33.180 And your background and other experiences. 445 00:24:34.620 --> 00:24:39.740 But that being said, what we can do is state the facts and tell the truth. 446 00:24:39.740 --> 00:24:43.820 We'll give you access to our, you know, to our, our, our painting mentors and you'll get 447 00:24:43.820 --> 00:24:49.060 3101, you know, sessions with them and you'll have access to our library of painting materials. 448 00:24:49.060 --> 00:24:53.180 And we'll be with you over the next 12 weeks to help you out. 449 00:24:53.300 --> 00:24:55.940 So I'm not saying that wouldn't be amazing. 450 00:24:55.940 --> 00:25:00.020 It would, but I'm going to promise absolutely nothing there because it depends entirely on you. 451 00:25:00.020 --> 00:25:02.980 So let me just restate again what we actually are going to do. 452 00:25:02.980 --> 00:25:07.940 And you have to just exactly, Arden, it's about the inputs. 453 00:25:07.940 --> 00:25:13.860 So you, you will talk about what you can do, not about what might occur as a result. 454 00:25:13.860 --> 00:25:17.100 We talk about inputs, not outputs from a compliance perspective. 455 00:25:17.100 --> 00:25:19.700 Now, that's thing three. 456 00:25:19.700 --> 00:25:25.220 Thing four is false urgency, false scarcity, things like that, false qualifications. 457 00:25:27.220 --> 00:25:31.780 Most people, you know, claim that they're qualifying people, but really they're just looking for a credit card in a pulse. 458 00:25:31.780 --> 00:25:33.820 If that's you, then that's also considered not. 459 00:25:33.820 --> 00:25:35.220 It's, it's another. 460 00:25:35.220 --> 00:25:36.900 Alright, so I'll just put that in there. 461 00:25:36.900 --> 00:25:40.460 If you want to just say, I just want to see if this is a fit, totally fine. 462 00:25:40.460 --> 00:25:44.220 But don't, don't say, hey, why should I accept you into my thing? 463 00:25:44.220 --> 00:25:49.140 That frame, if not true, is highly suspect. 464 00:25:49.140 --> 00:25:52.020 And the other part of it is like, it may be true. 465 00:25:52.020 --> 00:25:58.940 Maybe you do deny some people, but it's still a red flag and probably just worth avoiding overall. 466 00:25:58.940 --> 00:26:03.660 So that's, that's, you might be like, well, Alex, what can we talk about? 467 00:26:03.660 --> 00:26:06.820 Well, you know, there's two sides of persuasion, right? 468 00:26:06.820 --> 00:26:10.460 There's promise and there's pain. 469 00:26:10.460 --> 00:26:11.780 Pain is compliant. 470 00:26:11.780 --> 00:26:14.940 Talk to someone about where they're currently at. 471 00:26:14.940 --> 00:26:17.620 Talk to them about their current struggles. 472 00:26:17.620 --> 00:26:23.060 If you can articulate the pains that they are going through better than they can, 473 00:26:23.060 --> 00:26:26.540 they will trust that you can help them solve it. 474 00:26:26.540 --> 00:26:32.380 Imagine if I said to you, you're exact issues that are going on in your business. 475 00:26:32.380 --> 00:26:36.860 And I just said them to a teenager like, man, he just like, you know, it's exactly what's going on. 476 00:26:36.860 --> 00:26:40.420 If I said, I think I might be able to help you. 477 00:26:40.420 --> 00:26:42.460 And I think you might see some value from it. 478 00:26:42.460 --> 00:26:44.500 That being said, I can't promise anything. 479 00:26:44.500 --> 00:26:47.500 You might be like, shit, I just, I mean, you know, these so well. 480 00:26:47.500 --> 00:26:50.900 I feel, I feel confident that he can help me out. 481 00:26:50.900 --> 00:26:55.900 And so I would lean more and I feel like this is a forgotten thing in the world of, of advertising. 482 00:26:55.900 --> 00:26:58.780 And I talk about this in the office book is that a lot of people talk about the top 483 00:26:58.780 --> 00:27:02.980 side, right, of the value equation, they talk about outcome, they talk about perceived 484 00:27:02.980 --> 00:27:05.100 likelihood of achievement, right? 485 00:27:05.100 --> 00:27:11.820 But the more time I have spent in advertising and persuasion and selling, the more I look 486 00:27:11.820 --> 00:27:17.100 at the bottom side of the equation, which are basically the antithesis of pain. 487 00:27:17.100 --> 00:27:20.100 The lay effort and sacrifice. 488 00:27:20.100 --> 00:27:23.260 And so if we can pinpoint the things that they're very, very, they're experiencing pain 489 00:27:23.260 --> 00:27:24.260 on it. 490 00:27:24.260 --> 00:27:25.740 So it's like, okay, let's think through this. 491 00:27:25.740 --> 00:27:29.660 What are the things that that cause someone to have motivation, right? 492 00:27:29.660 --> 00:27:33.340 So if you think about what a salesperson is, is there fundamentally a one-on-one motivational 493 00:27:33.340 --> 00:27:34.340 speaker? 494 00:27:34.340 --> 00:27:37.940 So what you are, because you're trying to get someone to take action, right? 495 00:27:37.940 --> 00:27:39.620 Trying to change the behavior. 496 00:27:39.620 --> 00:27:43.860 So if we're trying to motivate somebody, which is what we're doing in a salespeople, 497 00:27:43.860 --> 00:27:45.740 then what is, how do you motivate? 498 00:27:45.740 --> 00:27:47.580 You have to show deprivation. 499 00:27:47.580 --> 00:27:50.500 And so you can show deprivation in two ways. 500 00:27:50.500 --> 00:27:53.020 Let's say that they are a point on the map here, right? 501 00:27:53.020 --> 00:27:56.700 We can say, look how far away this thing that you really want is, and then we create 502 00:27:56.700 --> 00:27:59.380 deprivation between where they are and where they want to go. 503 00:27:59.380 --> 00:28:02.780 The other way is that we can say, you're actually not here. 504 00:28:02.780 --> 00:28:06.380 You're way back here, and that's based on pain. 505 00:28:06.380 --> 00:28:10.060 And so this is why in most selling scripts that I have, I have something called the 506 00:28:10.060 --> 00:28:14.500 pain cycle, which is where in seat closer, I see L.O. 507 00:28:14.500 --> 00:28:19.300 The O is a nice little cycle there, where you ask the same questions. 508 00:28:19.300 --> 00:28:21.260 You say, what have you tried so far? 509 00:28:21.260 --> 00:28:22.260 How did that work for you? 510 00:28:22.260 --> 00:28:23.260 What did you like about it? 511 00:28:23.260 --> 00:28:24.260 What did you not like about it? 512 00:28:24.260 --> 00:28:25.260 Got it. 513 00:28:25.260 --> 00:28:26.260 What else did you try? 514 00:28:26.260 --> 00:28:27.580 And you keep asking those four questions. 515 00:28:27.580 --> 00:28:33.420 So what we're doing is we're increasing the relevance of the pain that they have experienced 516 00:28:33.420 --> 00:28:37.100 to getting here on the phone or here on the webinar, here on the whatever conversion 517 00:28:37.100 --> 00:28:38.980 of that you have, right? 518 00:28:38.980 --> 00:28:45.420 And so we want to ask our questions like, what have you not been able to do as a result 519 00:28:45.420 --> 00:28:47.220 of this pain in your life? 520 00:28:47.220 --> 00:28:49.940 And to be clear, I'm not promising that you will be able to do that. 521 00:28:49.940 --> 00:28:56.540 I just want to understand, all right, second, what have you had happened that you didn't 522 00:28:56.540 --> 00:28:59.940 want to have happened because of this issue? 523 00:28:59.940 --> 00:29:00.940 So think about it. 524 00:29:00.940 --> 00:29:05.580 I think a lot in plus plus minus minus and plus minus minus plus, and he was like, what 525 00:29:05.580 --> 00:29:06.980 the hell does that mean? 526 00:29:06.980 --> 00:29:11.460 So when I'm thinking about persuasion, I have these four boxes in my mind, okay? 527 00:29:11.460 --> 00:29:13.960 So plus plus is more good stuff. 528 00:29:13.960 --> 00:29:17.260 So as a result of this decision, we want to talk about more good stuff. 529 00:29:17.260 --> 00:29:19.100 We're the hope that more good stuff could occur, right? 530 00:29:19.100 --> 00:29:22.100 So if you didn't have access to me, now you have access to me, if you didn't have, you 531 00:29:22.100 --> 00:29:26.620 know, you didn't have these materials, now you have access to these are plus plus, right? 532 00:29:26.620 --> 00:29:28.580 Minus minus is less bad stuff. 533 00:29:28.580 --> 00:29:31.980 What is what and if we're thinking through this, what is this, what is that, what is some 534 00:29:31.980 --> 00:29:33.300 of the bad stuff? 535 00:29:33.300 --> 00:29:37.660 For a while, confusion, not knowing where to start, less of that now. 536 00:29:37.660 --> 00:29:41.060 So if you're suffering from those issues, we might be able to help remove those. 537 00:29:41.060 --> 00:29:42.060 Okay? 538 00:29:42.060 --> 00:29:43.980 Again, we make no promises, blah, blah, blah. 539 00:29:43.980 --> 00:29:48.780 What is the plus minus and minus minus plus, how does that look in? 540 00:29:48.780 --> 00:29:52.220 That's what I call selling against the dome, right? 541 00:29:52.220 --> 00:29:54.260 Which is the path not taken. 542 00:29:54.260 --> 00:29:58.540 And so a lot of marketers, a lot of sales people, they get lost because they spend too much 543 00:29:58.540 --> 00:30:02.780 of their time only on the decision in front of them, rather than looking at all the 544 00:30:02.780 --> 00:30:05.020 alternative paths. 545 00:30:05.020 --> 00:30:10.260 So if you get off the phone today plus minus, you might have more overwhelm. 546 00:30:10.260 --> 00:30:11.740 You might have more confusion. 547 00:30:11.740 --> 00:30:15.420 You might have more delay between where you are and who want to go. 548 00:30:15.420 --> 00:30:17.700 That might be a riskier path. 549 00:30:17.700 --> 00:30:24.460 And then minus plus is if you decide not to move forward, you might not get these outcomes 550 00:30:24.460 --> 00:30:26.020 that you want. 551 00:30:26.020 --> 00:30:30.660 And so when I'm thinking about writing copy, I use that as basically framework one. 552 00:30:30.660 --> 00:30:34.100 And then in the book, I talk about who want when as framework two. 553 00:30:34.100 --> 00:30:37.860 And while I layer those two things on top of each other, that gives me endless variety 554 00:30:37.860 --> 00:30:40.020 of things that I can bring up that can be persuasive. 555 00:30:40.020 --> 00:30:44.700 And if you're like, what book am I talking about, this is the leads book in the, I'll 556 00:30:44.700 --> 00:30:45.700 find the section. 557 00:30:45.700 --> 00:30:49.500 I think it's in the paid ad section, I think it's section one for paid ads. 558 00:30:49.500 --> 00:30:54.660 And in there, I talk about writing copy and it's the who want when framework. 559 00:30:54.660 --> 00:31:02.540 So what we're looking at right now is looking at page one, 40, this framework, one 40 560 00:31:02.540 --> 00:31:05.940 in the leads book, all right, what who went. 561 00:31:05.940 --> 00:31:08.780 And so what I just went over was the what side. 562 00:31:08.780 --> 00:31:11.380 That's my plus minus box, right? 563 00:31:11.380 --> 00:31:15.420 Now I've got my who side, which is, okay, well, we talked about how this could affect 564 00:31:15.420 --> 00:31:18.300 you, but how does it affect your family? 565 00:31:18.300 --> 00:31:20.540 How does not doing this affect your friends? 566 00:31:20.540 --> 00:31:24.180 How does not doing this affect your colleagues or your rivals, your enemies? 567 00:31:24.180 --> 00:31:28.020 How are they affected by this decision to do or not do? 568 00:31:28.020 --> 00:31:34.820 And then third is when is okay, we're talking about present, but let's talk about the future. 569 00:31:34.820 --> 00:31:36.740 Let's talk about the past. 570 00:31:36.740 --> 00:31:41.140 What will your wife think about you under these new conditions, right? 571 00:31:41.140 --> 00:31:42.620 Would that be, would that be valuable? 572 00:31:42.620 --> 00:31:46.740 And so, you know, all of that being said, if you're like, well, what do I do if I don't 573 00:31:46.740 --> 00:31:51.940 promise everything else in persuasion? 574 00:31:51.940 --> 00:31:54.580 And so hopefully that gave you guys a little bit of context. 575 00:31:54.580 --> 00:31:58.500 This has just been top of mind for me because I'm, I don't know, I feel really, really passionate 576 00:31:58.500 --> 00:32:03.620 about this because I think that, I mean, I'm a gym owner, guys, like I came up as a, 577 00:32:03.620 --> 00:32:07.220 I went online training and then I started a gym, like, it's not like I went through 578 00:32:07.220 --> 00:32:11.060 some branding school or some marketing school to figure any of this stuff out. 579 00:32:11.060 --> 00:32:16.460 Like I found this out by reading books and buying courses and attending conferences and going 580 00:32:16.460 --> 00:32:19.620 to masterminds and doing all sorts of stuff that right now gets shit on. 581 00:32:19.620 --> 00:32:24.620 And frankly, probably rightfully so because of the things that I just described, because 582 00:32:24.620 --> 00:32:28.180 there's a lot of people who promise high and deliver low, they do the opposite. 583 00:32:28.180 --> 00:32:30.820 And some of you guys are listening to this right now. 584 00:32:30.820 --> 00:32:35.180 And so if you want to stand out in a very crowded marketplace, just tell the truth. 585 00:32:35.180 --> 00:32:41.580 And the thing is, is that prospects know, they already know, they know. 586 00:32:41.580 --> 00:32:44.620 And so when you tell the truth, all that does is get them to trust you more and make 587 00:32:44.620 --> 00:32:47.500 it, it increases the likelihood they buy from you. 588 00:32:47.500 --> 00:32:49.580 And here's the best part of all of this. 589 00:32:49.580 --> 00:32:52.540 When you sell this way, you get better customers. 590 00:32:52.540 --> 00:32:53.540 You get fewer refunds. 591 00:32:53.540 --> 00:32:55.220 You get fewer chargebacks. 592 00:32:55.220 --> 00:32:58.940 You get people who get better results because they're actually expectations were lower. 593 00:32:58.940 --> 00:33:01.300 They're not expecting you to save the world for them. 594 00:33:01.300 --> 00:33:07.660 And anybody who asks you for a guarantee on something that they control is asking for you 595 00:33:07.660 --> 00:33:12.540 to be their savior, they're asking for you to eat the food for them and work out for 596 00:33:12.540 --> 00:33:13.540 them. 597 00:33:13.540 --> 00:33:16.300 Now to be clear, I'm not saying there's anything wrong with the satisfaction guarantee 598 00:33:16.300 --> 00:33:17.300 or whatever. 599 00:33:17.300 --> 00:33:21.820 But that again, satisfaction guarantee is that you're going to like this experience. 600 00:33:21.820 --> 00:33:26.540 And so I put that out, take that, take that how you want. 601 00:33:26.540 --> 00:33:27.860 We probably won't have time for the breakdown. 602 00:33:27.860 --> 00:33:29.620 So we'll probably have to push it until next week. 603 00:33:29.620 --> 00:33:34.420 But this felt super timely to share with you guys because it's been really top of mind 604 00:33:34.420 --> 00:33:36.900 and I feel really passionate about it. 605 00:33:36.900 --> 00:33:42.580 I think if this, if everybody on school, like if we collectively decided like we were 606 00:33:42.580 --> 00:33:45.500 going to advertise differently. 607 00:33:45.500 --> 00:33:48.580 It only really takes us for you to do this one time and realize the same amount of people 608 00:33:48.580 --> 00:33:52.260 buy and they're better, that you transition for life. 609 00:33:52.260 --> 00:33:57.620 You transition over and you're like, I'm just going to do this that way as we are now. 610 00:33:57.620 --> 00:34:00.380 It's also what gives you kind of a big brand feel. 611 00:34:00.380 --> 00:34:04.500 There's a reason that Blackstone doesn't say, here's John, John invested one million and 612 00:34:04.500 --> 00:34:05.500 he's got 10 million. 613 00:34:05.500 --> 00:34:06.500 Have you ever seen that? 614 00:34:06.500 --> 00:34:07.500 Of course not. 615 00:34:07.500 --> 00:34:08.500 Right? 616 00:34:08.500 --> 00:34:09.980 Of course you have. 617 00:34:09.980 --> 00:34:14.820 But it's not like Blackstone's struggling to make money. 618 00:34:14.820 --> 00:34:19.540 So there's this big fear that exists, that if you were to operate this way, you would 619 00:34:19.540 --> 00:34:21.140 make less money. 620 00:34:21.140 --> 00:34:24.620 But what I find really fascinating about that is if you look at the biggest companies 621 00:34:24.620 --> 00:34:28.300 in the world, they all operate this way. 622 00:34:28.300 --> 00:34:31.220 And I'll give you a fun little corollary. 623 00:34:31.220 --> 00:34:35.860 There was a business owner I was talking to, not that long ago, who was like, hey, I'm 624 00:34:35.860 --> 00:34:39.500 going to come on cashcows, which is the show we've been putting on YouTube. 625 00:34:39.500 --> 00:34:42.340 Hopefully, I don't know if you guys have seen it, it's where we do these big breakdowns 626 00:34:42.340 --> 00:34:43.340 of businesses. 627 00:34:43.340 --> 00:34:44.340 It's a lot of fun. 628 00:34:44.580 --> 00:34:48.660 So there's a guy who's going to come on and he's a restaurant owner and he's like, you 629 00:34:48.660 --> 00:34:53.060 know, I don't really want to share my numbers because I think my employees will believe 630 00:34:53.060 --> 00:34:55.220 if they know how much money I'm making. 631 00:34:55.220 --> 00:35:01.140 And I'm like, okay, so big picture, your goal long term is to keep opening more locations. 632 00:35:01.140 --> 00:35:04.660 Do you think when you have 10 locations that they haven't figured out that you are making 633 00:35:04.660 --> 00:35:10.700 money and taking in an actual train has this limited businesses in the past? 634 00:35:10.700 --> 00:35:15.020 Well, every publicly traded company is literally forced to be transparent about all of their 635 00:35:15.020 --> 00:35:16.300 metrics. 636 00:35:16.300 --> 00:35:18.820 And yet, people still work there. 637 00:35:18.820 --> 00:35:21.460 And so there's a lot of these limiting beliefs that exist. 638 00:35:21.460 --> 00:35:23.860 One of them is that if I share my financials, everyone will leave. 639 00:35:23.860 --> 00:35:25.020 And maybe some people will leave. 640 00:35:25.020 --> 00:35:26.020 And guess what? 641 00:35:26.020 --> 00:35:29.300 Maybe they shouldn't be there because eventually if you do succeed, they will find out that 642 00:35:29.300 --> 00:35:30.460 you make money. 643 00:35:30.460 --> 00:35:31.620 And guess what? 644 00:35:31.620 --> 00:35:32.620 So what? 645 00:35:32.620 --> 00:35:35.780 Find somebody who's happy about you making money instead of angry about it. 646 00:35:35.780 --> 00:35:38.740 That's probably a great first place to start for people on your team. 647 00:35:38.740 --> 00:35:43.020 And second to that, if the eventuality is that everyone's going to find out anyways, 648 00:35:43.020 --> 00:35:47.020 and you're going to have to work this way, and that's what the biggest people in the 649 00:35:47.020 --> 00:35:49.540 world do, why not start now? 650 00:35:49.540 --> 00:35:55.660 I see that as a measure of success, and so I promise you, you can absolutely advertise 651 00:35:55.660 --> 00:35:56.660 it and sell it away. 652 00:35:56.660 --> 00:36:00.580 And it's compliant and truthful, and it will improve your business. 653 00:36:00.580 --> 00:36:04.180 And it will make you stand out in a marketplace full of scum and sewage.